The set
Selected spot illustrations
This third version has more than 70 illustrations. Here are some selected spot illustrations from the set, drawn in Adobe Illustrator. Each one holds a single idea, in the same flat, rounded style.
I illustrated Sage, HelloFresh's enterprise design system, an internal platform that brings a design team's work together in one place. I drew every illustration on it.
The platform felt too plastic and not well branded, and Sage had to grow from a design system into the whole platform. The brief was a fresher look and feel, with a new logo and illustrations to carry it.
I had drawn the team's illustrations before, and a second version of them. This time we started again, and my goal was a set that felt friendly and helpful instead of plastic.
We had a single deadline for the whole redesign, the new look and every illustration on it, and we finished on time. The set grew to more than 70 illustrations, and the team chose my logo by vote from four options.
Every illustration should make people smile and feel good.
An illustration should explain something or guide the user, not just look pretty.
No extra details. Each illustration stays neat and focused on one idea.
The set should feel welcoming to all people, no matter who they are.
Simple vector shapes with soft corners and no outlines.
Greens anchor the set, with warm accents of orange, coral and yellow, and quiet greys for machinery and interface parts.
The illustrations borrow from a food production line: conveyor belts, robot arms, boxes marked with a lime, a forklift and a delivery truck.
This third version has more than 70 illustrations. Here are some selected spot illustrations from the set, drawn in Adobe Illustrator. Each one holds a single idea, in the same flat, rounded style.
Some of the illustrations are animated with Lottie, a format I learned on this project. Every animation below is in use: most in the Sage platform, and the rest elsewhere in the enterprise system. Each one is a lightweight vector loop that plays while it is on screen.
The first push was twelve intense days, and all the coffee I had set aside for the whole month went into them, just to squeeze enough ideas and creativity out of my brain. It was also a lot of fun. The team gave us full freedom to shape how the platform looks and which direction the illustrations took, and it really opened up what we could do. Sage is still ongoing, and most of the team is now working on the components of the new Sage.
The platform is internal, so no screens, adoption numbers or results are shown here.